Parents Now Believe the Skilled Trades Offer a Better Return on Investment Than College by Nearly 3 to 1, Jobber Study Finds
AI, rising education costs, and changing definitions of success are driving a new generation toward the trades.
TORONTO, July 21, 2026 /PRNewswire/ —
Jobber, the leading provider of software for blue-collar businesses, has released its annual 2026 Blue Collar Report titled The Great Career Reset: Why America Is Rethinking College, Careers, and the Skilled Trades. This report is based on surveys of over 2,000 Gen Z Americans and parents of Gen Alpha and highlights a significant shift in how families perceive career success due to AI, rising education costs, and a growing interest in entrepreneurship.
Key Findings from the Report
1. Parents are changing their minds
- 52% of parents of Gen Alpha believe skilled trades offer a better ROI than a college degree, compared to just 18% for college.
- 93% would financially support trade school like they would a four-year degree.
- 92% would encourage their child to pursue a skilled trade career if interested.
2. AI is accelerating the shift
- 68% of parents say AI has made them reconsider the stability of white-collar careers.
- 76% of Gen Z believe it’s important to choose a career that is hard to automate.
- 38% find AI tools make careers in trades more appealing.
3. Ownership is becoming the new career goal
- 77% of Gen Z want to own a business someday.
- Nearly twice as many Gen Z respondents see trades as the best path to business ownership compared to college (46% vs. 24%).
- 67% are more interested in skilled trades after learning many earn six-figure incomes.
Despite changing public attitudes, schools are lagging behind. Over half (55%) of parents feel schools do not take trades as seriously as university paths, and 80% believe equal promotion of both would lead to more students considering skilled trades.
Sam Pillar, CEO of Jobber, remarked, “The definition of career success is being rewritten in real time. Families aren’t just asking, ‘What job pays well?’ They’re asking, ‘How can I control my destiny?'”
Conclusion
The 2026 Blue Collar Report is part of Jobber’s initiative to inform the public about the blue-collar economy and the essential role trades professionals play in shaping the future. The report emphasizes the need for access to information regarding different career paths, highlighting that success can come from various avenues, including skilled trades.
For more details, visit the full 2026 Blue Collar Report: Jobber Blue Collar Report.
